There's no question that building awareness in the U.S. through marketing is clearly the primary way of doing that. You can see there's a direct correlation between the amount of money that was invested in the past and visitation. You can see when Destination Canada or the Canadian Tourism Commission stepped away from U.S. marketing. Those numbers reduced significantly. There were other factors that you have to take into account. There was 9/11, SARS, the economic downturn. There are a number of other factors that played into that, but the reality is that in order to really build those numbers, we really need to capitalize on the opportunity that we have now. There's an economic recovery that's happening in the U.S. Now 40% of Americans have passports, which was not the case 10 years ago, and the loonie is low. While we have this opportunity it is time to take advantage of it. If we wait too long. what will happen invariably is we will go back to the levels we've seen in the past.
Year to date, U.S. visitation is up 8%, and to some extent I think that's related to the low dollar. We just want to make sure that we're capitalizing on that.